Actor Jaleel White famous for playing the role of Steve Urkel in Family Matters, has now stepped into the cannabis industry. 

Back in the 1990s, the actor became a cultural icon with his character Steve Urkel, whom everybody adored. With a newly released cannabis brand called ItsPurpl, the star is now making strides in the cannabis industry.

Jaleel created his new brand in collaboration with 710 Labs, which features variants of the wildly famous Purple Urkle cannabis strain. While the Purple Urkle strain has been around for a while, with marijuana legalization spreading throughout the world, no organization has chosen to support the strain fully. Jaleel saw a chance and decided to seize it by declaring his favorite marijuana strain.

White revealed his brand's news surrounding his decision to join the cannabis space, through his friendship/partnership with the founder of 710 Labs, Brad Melshenker, in an interview with Forbes.

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Jaleel White told Forbes, "The thing that really stood out to me was there was no consistent brand leader for fire purple marijuana." "It made no sense to me, that no company of significance had claimed this lane, so why not me?"

710 Labs Founder Brad Melshenker also said that the collaboration with Jaleel made perfect sense to him. The innovative founder went on to say that their company does not rely on celebrity endorsements and that they prefer to let the product speak for itself. However, since he and Jaleel were real friends, the ongoing collaboration feels even more authentic.

Purple Urkle strains by Jaleel White will be available in eights and vape pens, and live resin pods. Noodle Doinks, which are hand-rolled joints with a rotini pasta filter, will also be distributed. 

The line is set to debut on April 20, 2021, and will be available for purchase at California dispensaries. For more info, check out ItsPurpl official website.

For more cannabis news and trends, check out this easy-to-make cannabis-infused French Toast recipe.

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